Diageo Ireland launches eve for women

At the launch of eve in The Odeon, Dublin, are Grainne Wafer, Head of Innovation at Diageo Ireland and Alesha Dixon, the international pop star and hit TV show ‘Strictly Come Dancing’ judge.

Diageo Ireland has launched a new drink aimed squarely at the female market just in time for the Summer.

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‘eve’ – a sparkling, new alcoholic drink, available in two fruit flavours – lychee or passion fruit – is made from water, malted barley and sugar. Lightly sparkling, eve has been specifically developed for the female market and the 3.1 per cent ABV drink is best-served chilled in a champagne flute, perfect for enjoying in the company of good friends in bars, cafés or at home.

The drink, now available in both on- and off-trades nationwide, avoids being bitter in taste. Grainne Wafer, Head of Innovation at Diageo Ireland, pointed out, “Irish women have told us they want more choice than the range of beverages on offer; not only that, but they want a lighter, fresher taste, so we are delighted to introduce eve to Irish females”.

Alesha Dixon, singer and ‘Strictly Come Dancing’ judge, teamed up with Diageo Ireland to launch the drink which was first launched in Switzerland in 2006 before being launched in the UK, Denmark and Russia last year.

To celebrate the launch, leading Irish stylist Angela Scanlon selected a special eve collection, “the ultimate capsule wardrobe” inspired by eve.

Diageo Ireland will support the launch with targeted print media and social media advertising supported by an intensive programme of sampling and PR activity including strategic drinks sponsorships and fashion partnerships which to be rolled out over the coming months.

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